2009 Metrics Presentation by Steve McLaughlin, Blackbaud

Page #1 © 2009 Blackbaud

Online Metrics Demystified

Steve MacLaughlin, Director – Internet Solutions

April 11, 2023

Read our blog: www.netwitsthinktank.com

https://www124.livemeeting.com/lrs/1100003672/Registration.aspx?pageName=plxb29rf8clhq709


What is a Metric and Why Should You Care

Website Metrics

Email Metrics

Online Fundraising Metrics

Social Media Metrics

Online Nonprofit Benchmarking

Where We Go from Here

The Market is NoisyOnline Metrics Demystified Topics



A standard unit of measure.

A measurable element of a process or function.

A measuring system that quantifies a trend, dynamic, or characteristic

What is a Metric?


Help you understand what’s working and what’s not.

Gives you insights into your constituents.

If you can’t measure it, then you can’t manage it.

Why Do Metrics Matter?


What Online Metrics Tell You

How did they get here? What did they do? How did it work?


Simple· You understand it. Your boss understands it

Measurable· You can get accurate and complete data for it

Actionable· You can do something with it and measure the impact.

Relevant· You are measuring something that’s actually important.

Timely· You can get the data when you need it.

The Market is NoisyWhat is a Good Metric?


Website Metrics

Page #10 © 2009 BlackbaudVOLUME OF DATA

Unique Identified Visitors

Unique Visitors

Visits

Page Views

Hits

VALU

E O

F D

ATA


A request for a file from the web server.

A single web page typically consists of multiple files.

A hit is registered for the page, every image, and any other files present on that page.

Hits


A request to load a single web page.

A metric for the entire site or specific content.

A useful metric over a period of time or for a specific event.

Page Views


A site visit during a set period of time.

A visit contains one or more page views.

A visit helps understand what people do when they visit your site.

Visits


A visit by a unique individual.

A unique visitor is typically based on an IP address or cookie.

A unique visitor metric helps compare new visitors to repeat visitors.

Unique Visitors


A visit by a unique identified individual.

A unique identified visitor is tracked based on information stored in a central database.

A unique identified visitor metric is the ultimate metric for tracking website visitor behavior.

Unique Identified Visitors


ReferrersBounce RateConversion RateClick DensityPage View Duration

Other Website Metrics



Roadmap Options


Email Metrics


The Metrics that Matter

Deliverability

Open Rate

Click-Through Rate

Unsubscribe Rate

Conversion Rate

Source: ReturnPath


Deliverability

Deliverability measures the % emails successfully delivered or not This is an inexact number as not all ISPs report delivered email

Your Sender’s Reputation Impacts Deliverability

Blackbaud:· Sender Score= 70· Accepted Rate= 99.03%· Risk= Low

Source: ReturnPath


Open Rate

Open Rate measures the % of opened emails that were delivered Open Rate can only be tracked on HTML-based emails, not Text emails Many systems block images used to track whether an email has been opened Preview Panes can also provide false-positive open rates The average open rate for known recipients is 19%. Your results may vary

BUT… Just getting the message opened doesn’t mean you’re safe A recent Email Sender and Provider Coalition (ESPC) study showed that…

· 80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message

· 73% based that decision on the "From" name· 69% percent based the decision on the subject line

Source: MarketingSherpa


Click-Through Rate

CTR measures the % of links clicked by unique individuals in an email Be sure to look at both unique and per-individual CTRs in your metrics CTRs are highly dependant on the quality of the email segmentation, content, and

design

Unsubscribe Rate

Unsubscribe Rate measures % of opt-outs from the email Remember…to be CAN-SPAM compliant you must allow for opt-outs Allow people to remove themselves from certain email lists as well as all

communication


Conversion Rate

Conversion Rate measures % of clickthroughs that resulted in an action Actions could be making a donation, registering for an event, taking a survey,

renewing a membership, or some other trackable action Conversion Rate is the ultimate measure of the success of an email campaign

Deliverability Rate

Open RateClick-Through

Rate ConversionRate Unsubscribe Rate


The Metrics that Matter

Deliverability =

Open Rate =

Click-Through Rate

Unsubscribe Rate =

Conversion Rate = or

# Unsubscribes (Sent – Bounced)

# Unique Clicks(Sent – Bounced)

# Unique Opens(Sent – Bounced)

(# Sent – Bounced)# Sent

# Actions Completed (Sent – Bounced)

# Actions Completed Unique Responders

(Clicks)

Source: Email Marketing by the NUM8ERS


How Long Does it Take to Measure Results? 50% of people will open an email in the first 9 hours 75% of people will open an email in the first 28 hours The remaining 25% may take several days The average email campaign has its peak open rate in 14 days

What is the Best Day of the Week to Send Email? There is no magic formula…so test, test, and oh yes, TEST! But…the most popular days are Tuesday through Thursday Saturday is the lowest volume email day of the week

Source: MarketingSherpa


# Email Addresses Valid Addresses Average Open Rate Average Conversion Rate Revenue Per Email Appeal Gifts Per Email Appeal

Even More Email Metrics


Online FundraisingMetrics


2008 Total Fundraising (US)

$292.23 Billion Offline

$15.42 Billion Online

Source: Giving USA / Blackbaud


US Fundraising Trends

$0

$50,000,000,000

$100,000,000,000

$150,000,000,000

$200,000,000,000

$250,000,000,000

$300,000,000,000

2001 2002 2003 2004 2005 2006 2007 2008

$246B $245B $243B $245B $283B $295B $314B $307B

Source: Giving USA


0

2,000,000,000

4,000,000,000

6,000,000,000

8,000,000,000

10,000,000,000

12,000,000,000

14,000,000,000

16,000,000,000

120% Growth

100% Growth

73% Growth

38% Growth

72% Growth

53% Growth

56% Growth

2001 2002 2003 2004 2005 2006 2007 2008

$550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B

44% Growth

Source: ePhilanthropy Foundation, Blackbaud

US Online Fundraising Trends


Turning Data into Information

Total Constituents Total Donors

· Online · Offline· Online and Offline

Total Gifts· Online· Offline

Total Revenue· Online· Offline


Online Fundraising Metrics Sample


More Fundraising Metrics

# Retained Donors· Retained Donor Revenue· Revenue Per Retained Donor· All Donor Retention Rate· Multi-Year Donor Retention

# New Donors· New Donor Revenue· Revenue Per New Donor· Retained New Donors

· New Donor Retention # Reactivated Donors

· Reactivated Donor Revenue· Revenue Per Reactivated Donor· Donor Reactivation Rate· Reactivated Donor Retention


How much should you be raising online?

Online Fundraising as Percentage of Total ContributionsTotal Contributions $1,000,000 $10,000,000 $15,000,000 $25,000,000 $50,000,000 $75,000,000 $100,000,000

1% Raised Online $10,000 $100,000 $150,000 $250,000 $500,000 $750,000 $1,000,000 3% Raised Online $30,000 $300,000 $450,000 $750,000 $1,500,000 $2,250,000 $3,000,000 5% Raised Online $50,000 $500,000 $750,000 $1,250,000 $2,500,000 $3,750,000 $5,000,000 7% Raised Online $70,000 $700,000 $1,050,000 $1,750,000 $3,500,000 $5,250,000 $7,000,000

10% Raised Online $100,000 $1,000,000 $1,500,000 $2,500,000 $5,000,000 $7,500,000 $10,000,000 12% Raised Online $120,000 $1,200,000 $1,800,000 $3,000,000 $6,000,000 $9,000,000 $12,000,000 15% Raised Online $150,000 $1,500,000 $2,250,000 $3,750,000 $7,500,000 $11,250,000 $15,000,000 20% Raised Online $200,000 $2,000,000 $3,000,000 $5,000,000 $10,000,000 $15,000,000 $20,000,000

In 2008, approximately 5% of all fundraising was done online.

In 2008, approximately 11% of revenue came from the Internet for Nonprofits in the 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis


Event FundraisingMetrics


Number of Events Number of Team Captains

• Online • Offline

Number of Emails Sent by Team Captains Number of Participants

• Online • Offline

$ Raised per Event• Online• Offline

$ Raised per Team Captain $ Raised per Event participant $ Raised per Email Sent

Event Fundraising Metrics


Event Fundraising Metrics Sample


% of participants registered online

% of participants sending email

% of participants changing personal page

% of participants with >0 gifts, >5 gifts

% of participants that meet goal

More Event Fundraising Metrics


What We’ve Learned

A small number of participants raise most of the money.

Average participant sends 27 emails Participant sent emails have a 90% greater open rate 32%of emails result in a transaction Online participants raise six times that of offline participants


Social MediaMetrics


Interactions Friends Follows DIGGs Tweets ReTweets

Click-Throughs

Conversions

Social Media Metrics


Social Media Funnel

Online Action | Offline Action

Social Networks

Social Media

Email

Website

RSS


BenchmarkingMetrics



If an angry bear started chasing both of us.

I wouldn't try to outrun the bear.

I would try to outrun you!

That’s benchmarking.


Source: 2009 eNonprofit Benchmarks Study / Blackbaud

Average Online Gift Benchmarks

Average Online Donation

$71

Average Blackbaud Online Donation

$152.12


Online Fundraising Cycle

Janu

ary

Febru

ary

Mar

chApr

ilM

ayJu

ne July

Augus

t

Septe

mbe

r

Octo

ber

Novem

ber

Decem

ber

2007 2008 2009


2009 Online Giving Trends

Online Fundraising Remains Strong· Our analysis found that online transactions grew 68% for Q1 2009 compared with Q1 2008. Online

revenue was up 57% over the same time period last year.

Year Over Year Performance Grows· Our analysis looked at a sub-group of 1,274 nonprofits to compare their online fundraising results

for the first six months of 2008 to the same period of 2009. These nonprofits had a 22.13% year-over-year growth in online revenue.

Online Major Giving Trends· An analysis of data for January 1st through June 30th of 2009 found that 1,245 nonprofits had at

least one online gift of $1,000 or more. 38 nonprofits in the analysis had at least one online gift of $20,000 of more so far in 2009.


Email List Churn

79%

5%16%

2006 List Churn

RetainedUnsubscribedOther Churn

81%

6% 13%

2007 List Churn


Source: 2008 / 2009 eNonprofit Benchmarks Study


Email List Churn

81%

6% 13%

2007 List Churn


81%

6% 13%

2008 List Churn


Source: 2008 / 2009 eNonprofit Benchmarks Study


Source: 2008/ 2009 eNonprofit Benchmarks Study


Online Fundraising BenchmarksOpen Rate Click-Through Rate Page Completion Rate Response Rate

2008 14.0% 0.6% 19% 0.12%

2007 14.8% 1.1% 16.5% 0.13%

2006 17.3% 1.2% 17.2% 0.17%

eNewsletters BenchmarksOpen Rate Click-Through Rate

2008 15.0% 2.1%

2007 17.6% 3.6%

2006 21.8% 4.3%

Source: 2008/ 2009 eNonprofit Benchmarks Study

Online Advocacy BenchmarksOpen Rate Click-Through Rate Page Completion Rate Response Rate

2007 16.0% 5.5% 88.0% 4.5%

2006 18.9% 10.2% 85.3% 8.6%

2006 23.8% 8.6% 88.5% 7.5%


# 7: Start with overall site conversion rate

# 6: Trend over time and don’t forget seasonality

# 5: Understand exactly what the acquisition strategy of your organization is

# 4: Conversion rate by top five referring URLs

# 3: Don’t measure conversion rate by page or link

# 2: Segment like crazy

# 1: Always show revenue next to conversion rate

# 0: Never measure conversion rate without a goal

The Market is Noisy

The Experience Gap

Seven Conversion Rate Best Practices

Source: Excellent Analytics Tip#5: Conversion Rate Basics & Best Practices, Avinash Kaushik




Metrics help you understand what’s working and or not.

Metrics give you insights into your constituents.

If you can’t measure it, then you can’t manage it.

Start measuring!








NetWits Blog· www.netwitsthinktank.com

My Blog

· www.blackbaud.com/connections

The Baudcast· www.blackbaud.com/thebaudcast

Blackbaud Internet Resources· www.blackbaud.com/internetresources

The Market is NoisyWant to learn more? Be sure to check out….

Questions? Answers?

[email protected]

www.blackbaud.com/connections

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2009 Metrics Presentation by Steve McLaughlin, Blackbaud

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